Woolies shelves Safeway brand

MORE than four decades after Safeway supermarkets first opened their doors in Victoria, its owner Woolworths has decided to scrap the name.

The stores will be rebranded as Woolworths to match their interstate counterparts, 23 years after the national supermarket giant took over and chose to use the Safeway name for all its Victorian supermarkets.

Despite the different names, Safeway and Woolworths have used the same slogan, lettering, branding and jingle.